Unibet tops Cheltenham online search performance success

According to the data collected by Adthena, a UK-based competition analysis tool for online search results, Unibet displayed the best online search performance during the horse-racing competition Cheltenham 2018. It beat the usual favourite bet365 with a spectacular final day performance. The company garnered the top ad positions in the search results throughout the festival, especially during the key moments around the week’s biggest races.

Adthena has determined that Unibet triumphed in terms of both search performance and specific search term groups.

The competitive intelligence specialists chose the highlight of horse racing’s jump season (13–16 March) to address what has made iGaming in the UK one of the most competitive search verticals, and why competitive blindness has become a pain point for gaming operators and advertisers.

A list of the most valuable search terms was created based on Google’s search volume data from last year’s festival, while research identified 600 key search terms for 2018 including “cheltenham bet,” “champion hurdles odds,” “gold cup” (see below), “native river,” or “might bite bet.”

The Adthena study, encompassing over 900 advertisers and more than 240,000 observed ads, assessed search performance by a measure of average ad position and frequency.

The full version of Adthena’s iGaming Search Industry Report is available for download HERE.